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Reshaping Consumer Search
Athanasia Lampraki,
Evangelia Katsikea,
and
Tana Licsandru
Athanasia Lampraki,
Evangelia Katsikea,
and
Tana Licsandru
In this course, you will focus on reshaping digital consumer search. In particular, you will gain an understanding of digital marketing strategy planning and development.
Read more
In this course, you will focus on reshaping digital consumer search. In particular, you will gain an understanding of digital marketing strategy planning and development.
Read more
In this course, you will focus on reshaping digital consumer search. In particular, you will gain an understanding of digital marketing strategy planning and development.
By the end of this course, you will have developed your understanding of key topics such as; the
importance of a digital marketing strategy, the effects of digital disruptors, SWOT analysis in digital marketing, segmentation, targeting and positioning as well as the role of the marketing mix in digital marketing strategy.
Throughout the course, you will be prompted to consider how the topics relate to a company or brand of your choosing. You will be asked to analyse how successfully the company has implemented these topics and identify areas that can be improved.
You will have the opportunity to apply your knowledge by creating your own digital marketing strategy plan in the end-of-course assignment.
Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.
Register for this course and see more details by visiting:
OpenCourser.com/course/1d5epv/reshaping
What's inside
Syllabus
Week 1
This week focuses on digital marketing strategy planning and development. We will discuss the scope and importance of a digital marketing strategy, concentrating on elements of digital marketing strategy such as, SWOT analysis and target market strategy planning. We will then focus on concepts such as digital disruption, internal audit for digital marketing activities, and digital revenue metrics. This week ends with a discussion of target market strategy planning and its role in making a better connection between the company or brand with digital audiences.
Read more
Syllabus
Week 1
This week focuses on digital marketing strategy planning and development. We will discuss the scope and importance of a digital marketing strategy, concentrating on elements of digital marketing strategy such as, SWOT analysis and target market strategy planning. We will then focus on concepts such as digital disruption, internal audit for digital marketing activities, and digital revenue metrics. This week ends with a discussion of target market strategy planning and its role in making a better connection between the company or brand with digital audiences.
Read more
Week 2
This week focuses on the role of the marketing mix in digital marketing strategy planning and development. We will discuss the role of influencers in digital marketing strategy, the role of branding and launch of digital products, digital channels of distribution, and the importance of pricing in the digital marketplace. This week ends with a discussion of pricing strategies.
Week 3
This week focuses on the role of promotion, processes, people and physical evidence in digital marketing planning and development. We will first examine promotion and advertising in the digital marketplace, before moving on to the role of processes in the digital marketing mix. This week will also focus on the importance of people in generating content and contributing to digital marketing strategy. Finally, this week ends with a discussion on the role of physical evidence in a digital marketing strategy.
Week 4
This week builds on existing knowledge and further emphasises on segmentation, targeting and positioning as elements of digital marketing strategy planning and development. We will use existing knowledge to elaborate on strategic positioning and differentiation in the digital marketplace. The week ends with a discussion on the characteristics of digital marketing strategy for the future.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Teaches core principles of digital marketing, including segmentation, targeting, and positioning
Examines the role of influencers and branding in digital marketing
Develops skills in creating and implementing digital marketing strategies
Taught by experienced instructors from the University of Glasgow
Requires a basic understanding of marketing principles
Does not cover advanced topics in digital marketing, such as data analytics or social media advertising
Save this course
Save Reshaping Consumer Search to your list so you can find it easily later:
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Reshaping Consumer Search with these
activities:
Review Digital Marketing Concepts
Show steps
Refresh your foundational knowledge of digital marketing concepts to strengthen your grasp of course content.
Browse courses on
Digital Marketing
Show steps
-
Identify key digital marketing concepts covered in the course.
-
Review definitions and examples of these concepts.
-
Create a mind map summarizing the concepts and their interrelationships.
Build a Digital Marketing Resource Library
Show steps
Organize and curate a collection of valuable resources to enhance your understanding of digital marketing.
Browse courses on
Digital Marketing
Show steps
-
Identify different types of resources, such as articles, videos, case studies, and tools.
-
Search for and collect relevant resources from credible sources.
-
Organize the resources into logical categories or folders.
-
Provide annotations or summaries for each resource to enhance its usability.
Join a Study Group for Digital Marketing
Show steps
Collaborate with peers to discuss course concepts, exchange ideas, and enhance your understanding of digital marketing.
Browse courses on
Digital Marketing
Show steps
-
Find a study group or create one with fellow course participants.
-
Establish regular meeting times and topics for discussion.
-
Prepare for meetings by reviewing course materials and preparing questions or topics.
-
Actively participate in group discussions and contribute your insights.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Explore Case Studies of Digital Marketing Campaigns
Show steps
Analyze real-world examples of successful digital marketing campaigns to gain insights into effective strategies.
Browse courses on
Digital Marketing
Show steps
-
Identify a case study of a successful digital marketing campaign.
-
Research the campaign and its objectives, target audience, and strategies.
-
Analyze the results of the campaign and identify key lessons learned.
Contribute to Open-Source Digital Marketing Projects
Show steps
Gain hands-on experience in digital marketing by contributing to open-source projects and initiatives.
Browse courses on
Digital Marketing
Show steps
-
Identify open-source digital marketing projects that align with your interests.
-
Join the project community and introduce yourself.
-
Review documentation and contribute suggestions or bug reports.
-
Work on specific tasks or feature developments within the project.
Develop a Digital Marketing Strategy Proposal
Show steps
Apply your understanding of digital marketing strategy to create a comprehensive proposal for a specific business or brand.
Browse courses on
Digital Marketing Plan
Show steps
-
Identify a business or brand and define its target audience.
-
Conduct a SWOT analysis to assess the company's strengths, weaknesses, opportunities, and threats.
-
Develop a digital marketing strategy that includes goals, objectives, and tactics.
-
Create a presentation or report to showcase your proposal.
Launch a Digital Marketing Campaign for a Non-Profit Organization
Show steps
Apply your digital marketing knowledge to make a positive impact by launching a campaign for a non-profit organization.
Browse courses on
Digital Marketing
Show steps
-
Identify a non-profit organization and understand their mission and goals.
-
Conduct research to define the target audience and develop a digital marketing strategy.
-
Create and manage digital marketing campaigns across multiple channels.
-
Track and analyze campaign results to optimize performance and demonstrate impact.
Review Digital Marketing Concepts
Show steps
Refresh your foundational knowledge of digital marketing concepts to strengthen your grasp of course content.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Identify key digital marketing concepts covered in the course.
- Review definitions and examples of these concepts.
- Create a mind map summarizing the concepts and their interrelationships.
Build a Digital Marketing Resource Library
Show steps
Organize and curate a collection of valuable resources to enhance your understanding of digital marketing.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Identify different types of resources, such as articles, videos, case studies, and tools.
- Search for and collect relevant resources from credible sources.
- Organize the resources into logical categories or folders.
- Provide annotations or summaries for each resource to enhance its usability.
Join a Study Group for Digital Marketing
Show steps
Collaborate with peers to discuss course concepts, exchange ideas, and enhance your understanding of digital marketing.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Find a study group or create one with fellow course participants.
- Establish regular meeting times and topics for discussion.
- Prepare for meetings by reviewing course materials and preparing questions or topics.
- Actively participate in group discussions and contribute your insights.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Explore Case Studies of Digital Marketing Campaigns
Show steps
Analyze real-world examples of successful digital marketing campaigns to gain insights into effective strategies.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Identify a case study of a successful digital marketing campaign.
- Research the campaign and its objectives, target audience, and strategies.
- Analyze the results of the campaign and identify key lessons learned.
Contribute to Open-Source Digital Marketing Projects
Show steps
Gain hands-on experience in digital marketing by contributing to open-source projects and initiatives.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Identify open-source digital marketing projects that align with your interests.
- Join the project community and introduce yourself.
- Review documentation and contribute suggestions or bug reports.
- Work on specific tasks or feature developments within the project.
Develop a Digital Marketing Strategy Proposal
Show steps
Apply your understanding of digital marketing strategy to create a comprehensive proposal for a specific business or brand.
Browse courses on
Digital Marketing Plan
Show steps
Show steps
Show steps
- Identify a business or brand and define its target audience.
- Conduct a SWOT analysis to assess the company's strengths, weaknesses, opportunities, and threats.
- Develop a digital marketing strategy that includes goals, objectives, and tactics.
- Create a presentation or report to showcase your proposal.
Launch a Digital Marketing Campaign for a Non-Profit Organization
Show steps
Apply your digital marketing knowledge to make a positive impact by launching a campaign for a non-profit organization.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Identify a non-profit organization and understand their mission and goals.
- Conduct research to define the target audience and develop a digital marketing strategy.
- Create and manage digital marketing campaigns across multiple channels.
- Track and analyze campaign results to optimize performance and demonstrate impact.
Career center
Learners who complete Reshaping Consumer Search will develop knowledge and skills
that may be useful to these careers:
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager plans and executes digital marketing campaigns to reach target audiences and achieve business goals. This course can be useful as it provides a comprehensive overview of digital marketing strategy planning and development. You will learn about the key elements of a digital marketing strategy, such as target market strategy planning, SWOT analysis, and the role of the marketing mix. This course will help you develop the skills and knowledge needed to succeed as a Digital Marketing Manager.
Business Analyst
Business Analyst
A Business Analyst analyzes business processes and systems to identify areas for improvement. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to use business analysis to improve marketing strategies.
Data Analyst
Data Analyst
A Data Analyst collects, analyzes, and interprets data to provide insights and recommendations for businesses. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to use data to make informed business decisions.
Marketing Analyst
Marketing Analyst
A Marketing Analyst researches market conditions and develops strategies to reach target markets. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective marketing strategies.
Consultant
Consultant
A Consultant provides advice and guidance to businesses on a variety of topics, including marketing. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to provide valuable advice to businesses.
Market Researcher
Market Researcher
A Market Researcher conducts market research to gather data and insights about target markets. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to conduct effective market research.
Content Strategist
Content Strategist
A Content Strategist develops and executes content marketing strategies to engage with target audiences and achieve business goals. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective content marketing strategies.
Brand Manager
Brand Manager
A Brand Manager develops and executes marketing strategies to build and maintain a brand's identity and reputation. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective brand marketing strategies.
Product Marketing Manager
Product Marketing Manager
A Product Marketing Manager develops and executes marketing strategies for specific products or services. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective product marketing strategies.
Advertising Manager
Advertising Manager
An Advertising Manager plans and executes advertising campaigns to reach target audiences and achieve business goals. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective advertising campaigns.
Social Media Marketing Manager
Social Media Marketing Manager
A Social Media Marketing Manager develops and executes social media marketing campaigns to engage with target audiences and achieve business goals. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective social media marketing campaigns.
Search Engine Optimization (SEO) Specialist
Search Engine Optimization (SEO) Specialist
A Search Engine Optimization (SEO) Specialist optimizes websites and content to improve their visibility and ranking in search engine results pages (SERPs). This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective SEO strategies.
Media Buyer
Media Buyer
A Media Buyer plans and executes media campaigns to reach target audiences and achieve business goals. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective media buying strategies.
Marketing Manager
Marketing Manager
A Marketing Manager plans and executes marketing campaigns to reach target audiences and achieve business goals. This course may be useful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective marketing campaigns.
Public Relations (PR) Manager
Public Relations (PR) Manager
A Public Relations (PR) Manager develops and executes public relations campaigns to build and maintain a positive public image for an organization or individual. This course may be helpful as it covers key topics in digital marketing strategy planning and development, such as the importance of a digital marketing strategy, the effects of digital disruptors, and target market strategy planning. By taking this course, you can gain a better understanding of the digital marketing landscape and how to develop effective public relations campaigns.
For more career information including salaries, visit:
OpenCourser.com/course/1d5epv/reshaping
Reading list
We've selected seven books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Reshaping Consumer Search.
Save
Provides a comprehensive overview of marketing analytics, covering topics such as data collection, analysis, and interpretation. It would be a valuable resource for students who want to learn more about the technical aspects of marketing analytics.
Save
Provides a comprehensive overview of digital analytics, covering topics such as web analytics, Google Analytics, and social media analytics. It would be a valuable resource for students who want to learn more about the technical aspects of digital analytics.
Provides a practical guide to digital marketing, covering topics such as strategy, planning, and execution. It would be a valuable resource for students who want to learn more about the practical aspects of digital marketing.
Provides a comprehensive overview of content marketing, covering topics such as content strategy, content creation, and content distribution. It would be a valuable resource for students who want to learn more about the role of content in digital marketing.
Provides a practical guide to digital marketing, covering topics such as content marketing, social media marketing, and email marketing. It would be a valuable resource for students who want to learn more about the latest trends in digital marketing.
Provides a comprehensive overview of data-driven marketing, covering topics such as data collection, analysis, and interpretation. It would be a valuable resource for students who want to learn more about the practical aspects of data-driven marketing.
Save
Provides a comprehensive overview of marketing management, covering topics such as strategy, planning, and execution. It would be a valuable resource for students who want to learn more about the fundamentals of marketing.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/1d5epv/reshaping
Share
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Effort
4 Weeks of study, 4 hours per week
Level
Introductory
Via
Coursera
Institution
Queen Mary University of London
Instructors
Athanasia Lampraki
Evangelia Katsikea
Tana Licsandru
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
Pусский
Türkçe
Polski
Ελληνικά
українська мова
Bahasa Indonesia
ไทย
қазақша
tiếng Việt
This course belongs to a
collection
called
Digital Consumer Search and Marketing. It's comprised of four courses:
- Reshaping Consumer Search (viewing)
- Sensing Consumer Insights
- Foundations of Digital Consumer Search and Marketing
- Reimagining Consumer Experience
Good to know
Teaches core principles of digital marketing, including segmentation, targeting, and positioning
Examines the role of influencers and branding in digital marketing
Develops skills in creating and implementing digital marketing strategies
Taught by experienced instructors from the University of Glasgow
Requires a basic understanding of marketing principles
Does not cover advanced topics in digital marketing, such as data analytics or social media advertising
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